blogwell minneapolis social media case study: mcdonald's, presented by heather oldani &...

How Big Brands Use Social Media

Heather Oldani & Steve WilsonMcDonald’s

Minneapolis at General Mills | August 13, 2009

“Collaboration 2.0”

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BlogWell MinneapolisAugust 13, 2009

Collaboration 2.0

Oldani

Director, U.S. Communications

Sr. Director, Global Web Communications

Heather

Steve Wilson

Three Key Questions•What is this really about?

•What is the brand opportunity?

•How do we structure ourselves for success?

Our Starting Viewpoint

All about the relationships you have and build with your key

audiences.

All about cultivating those relationships so that….

You enable those key audiences to become brand

ambassadors…spread the word!

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Our Brand Opportunity

McDonald’s, One of the Most “Social” Brands Today

McDonald’s ranks number 32 out of a list of the top 100 “most social”

brands

Source: “The Most Social Brands of 2008,” AdAge.com, Abbey Klaassen, January 29, 2009

Our People, Our Customers

Deepen and enrich the brand’s

relationship with consumers

through knowledge, sharing, and

entertainment.

Strategic Vision Statement

McDonald’s Digital Strategy Pillars

Go to them & foster THEIR communities

Be multidimensional

Be transparent

Continue engagements

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Our Digital Collaboration

Who Owns What?

Digital Workgroup

Media

Communications

Creative

Insights

A Phased Approach

Listen Participate LeadListen Participate Lead

Conversation Strategy

Site Types of Conversations

Who Will be Talking Primary Owner

Brand discussions, experiences

Communications with other experts as needed

Communications

Honoring fans, providing ways for them to amplify their fandom, engage with brand.

Marketing with help from Communications and other experts as needed. Includes pilot program for local activation

Marketing with Communications support

Focus on general brand experiences

Communications & Customer Sat

Communications

Digital Collaboration

Media

Communications

Creative

Insights

Brand

Content

Customer

Sat

FieldLegal

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Local U.S. Market Integration

Local Facebook Integration

My McDonald’s

Local Sample Home Page

21

My McDonald’s

McDonald’s Restaurants of Northeast Ohio Share + Choose Another

Zip Code

Local Twitter Integration

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Global, Employee Integration

Mindshare

Integrated into Corporate Portal

AboutMcDonalds.com

“Open for Discussion”

Station MUSA & Canada

Objectives

Acknowledge: Profile me Learn about Crew through Crew-

featured news

Share your favorite customer story

Submit your ideas, best practices, etc.

Site features: Submit your articles (news), tips, videos, photos (photo wall), ideas , and comments.

Objectives

Input: Listen to mePlatform for dialogue between

McDonald’s and Crew and between Crew members

Provide topical forum section for Crew interaction.

Site features: Moderated topical forums, articles post/blog, submissions

Objectives

Privileges: Just for me Exclusive membership limited to

McDonald’s Crew members only

Site features: Relevant, contextual content that unites Crew members

Station M

Station MUSA & Canada

Station M

Our LoungeUnited Kingdom

KetchUPSingapore

McLandBrazil

How Big Brands Use Social Media

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